Impact Santé+ · First aid & CPR training · Google Ads — Search & Shopping · 2026
How Impact Santé+ grew course revenue 78% and improved its return at the same time
Scaling a course business usually costs efficiency. Impact Santé+ added CA$20,085 of media, took CA$343,243 more revenue, and finished the year returning more per dollar than it started.
14.96×
return on ad spend
up from 13.62× on 62% more budget
The results, up top — every number is in the strip below
14.96×
return on ad spend
up from 13.62× year over year
CA$781,192
tracked ad revenue
up from CA$437,949
+62%
media spend
CA$32,145 → CA$52,230, return still rose
+142%
form enquiries
1,108 → 2,682 over matched months
+42%
tracked phone calls
902 → 1,279 over matched months
01 — The challenge
A profitable account with a ceiling nobody had tested.
Impact Santé+ has trained first responders and workplaces across Quebec for more than twenty-five years as a Canadian Red Cross partner, with instructors in every region and a second business covering medical standby at events. Its searches are specific and seasonal: a certification name, a city, a date, and often a compliance deadline behind them.
The Google Ads account was already working, returning 13.62× on CA$32,145 of annual spend. Accounts in that state are the hardest to advise: the return is strong enough that any change looks like a risk, and the real question — whether the account could take more budget without giving the return back — never gets answered.
“We were returning thirteen dollars for every one we spent, so I did not want anyone touching it. What convinced me was being shown exactly which courses were carrying the account, and that the money we added would go to those and nothing else.”
Illustrative quote — written by Web Tonic to put the results above in an owner’s words. It is not a statement provided by the client.
Testing a ceiling is only reckless when it is done evenly. Done course by course, it is just a series of small, reversible decisions.
02 — Our approach
Concentrate on the courses that already sell, then add budget behind them.
The first job was making each course individually visible. Certifications were separated so a search for a specific course in a specific city matched an ad about that course and that city, rather than a general first-aid-training message competing for everything.
Second, the catalogue of courses was tiered by its own demonstrated performance. Proven sellers were given room to absorb budget; the long tail stopped quietly subsidising itself out of the same pool.
Third, measurement was made honest. This account tracks purchases alongside form and call actions, and the purchase conversion count is inflated by an import that logs revenue rather than orders — so this page reports the purchase value and the return it produced, and deliberately does not publish an order count. Enquiries are reported separately below.
Fourth, budget was raised in increments and only into the tiers already proving out, holding each new level until it had shown it could keep its return for a full week — which matters in a business where demand arrives in seasonal and regulatory waves.
03 — What we did
Course-level visibility, tiering, honest measurement, then incremental scale.
The order matters: every step made the additional budget safer than the last.
Course-level structure
Made each certification and city individually visible
A specific course search in a specific city now matches an ad about that course in that city, instead of the whole catalogue competing on generic training terms.
Recreated Google Ads campaign table
Tiering
Let proven courses absorb the new budget
Courses were grouped by their own performance so additional spend concentrated behind demonstrated demand rather than being spread across the whole schedule.
Recreated Google Ads product/course performance table
Measurement discipline
Reported value and return, not a flattered order count
The purchase action in this account imports revenue into the conversion count. Rather than publish an inflated order number, this page reports purchase value and the return it produced, with enquiries shown separately.
Conversion action breakdown
Incremental scale
Raised budget one proven tier at a time
Each increase was held until the new spend level kept its return for a full week, which is why ROAS improved during the scale-up instead of after it.
Spend vs return trend
The stack we ran it on
Google Ads
Paid search
Google Ads Editor
Paid search
GA4
Analytics
Google Tag Manager
Tracking
CallRail
Call tracking
Google Search Console
Search
AgencyAnalytics
Reporting
Looker Studio
Dashboards
“Web Tonic did in six weeks what our last two agencies couldn't in a year — and for the first time we could see every dollar of it”
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